LibreOffice 4.0 And The Power Of Brands

LibreOffice 4.0 was launched last week, and the news reports and activity on social media were massive, more than any release of LibreOffice or OpenOffice before, with better coverage than many of Microsoft’s well-funded introductions. There were numerous links sent around to the usual sites like LinuxToday.com, but also TechCrunch, VentureBeat, Time Magazine, etc. A fair amount of the chatter was people wondering what the difference is between the two versions. Some have basic questions like whether LibreOffice can import their OpenOffice documents.

LibreOffice is introducing their new name and community to the world. All the major Linux distros are already aware, but there are many Windows and Mac users who don’t understand what is going on. People even become attached to names for emotional reasons. Brands are powerful. If you were in a remote village in India on a hot day, you’d quite likely grab a Coke to cool your thirst if that was the only one with letters you recognized. [...]